The Outdoor Boom: Retail Strategies 2021

With people looking to spend more time outside, we explore the key strategies brands are using to engage in this space, from experiential store concepts to purpose-driven initiatives shifting the outdoors narrative
Matt Poile (WGSN report)
Analysis
As consumers rediscovered the great outdoors throughout lockdown in 2020, brands and retailers have shifted to keep up with rising demand for apparel, footwear and accessories suitable for exploring nature.

As we explored in the Shopper Forecast 2021, ‘hike beast’ consumers are keen to explore and get stuck in, but still want to look good doing it, so brands are focusing on elevating outdoor styles.

As a result, we’re seeing a renaissance in the outdoors market – from function-oriented but unfashionable to stylish performancewear that aligns with trends in streetwear and fashion.

This transformation is also seen at retail, with stores adopting a more immersive feel that looks to inspire consumers’ sense of adventure and get them excited about putting products through their paces.

Spending time outside
We’ve been tracking the outdoor boom and the rise of the hike beast since early 2020 and with the pandemic and lockdown restrictions continuing to fuel consumer desire to get into nature, this is showing no signs of slowing down.

With a 2020 US survey by CGPR showing that 82% of those new to the outdoors plan to carry on getting out in the future, the outdoor boom is continuing as consumers look for ways to support their physical and mental wellbeing during the crisis and to socialise safely.

As camping and other outdoor activities have become more inclusive and accessible, new opportunities are opening up for personalised gear that is both stylish and functional, holding appeal for a new generation of outdoor enthusiasts. Gen Z-favourite water bottle company Hydro Flask saw double-digit growth in 2020, while UK walking charity Ramblers doubled its Instagram following as young consumers hit the trails and started to explore. Now, the outdoors – from adventure activities to al fresco dining – is driving sales across multiple retail categories, with a wide range of brands looking to invest in this growing area.

Mass retailers, luxury fashion houses and cutting-edge streetwear labels are embracing the outdoors, meeting consumers where they want to be after a year and a half of physical store closures. With this, we’re seeing brands and retailers creating store spaces and activations that celebrate nature and imitate being outside, boosting footfall and encouraging customers back in through the doors.

Next-level experiential

Retailers are upping the ante with experiential stores designed to generate excitement around consumers’ favourite outdoor activities. They stoke imagination with larger-than-life in-store activations that inspire customers to get involved and push themselves to achieve personal goals.

The experience store is back with a bang, enticing shoppers back. US retailer Dick’s Sporting Goods has adopted a more experiential model of retail with its new House of Sport site. The biggest store the company has ever built, it contains an indoor climbing wall, virtual driving range and outdoor track. A mini health shop sells juice from local producers, yoga gear and other wellness products.

Opened in May 2021, Under Armour’s new flagship in the Dubai Mall, UAE, blends the digital and physical retail experience with immersive AI-powered activations, including an advanced 3D foot scanner for finding the perfect shoe and a “Pick and Learn” system customers can use to compare footwear. A 3D interactive map of the city allows them to check out workout routes and download them to their smartphone.

In June 2021, Decathlon UK launched a VR tennis experience at its London Surrey Quays flagship. The 300sq-m activation, a partnership with Austrian startup VR Motion Learning GmbH & Co KG, will allow users to recreate the feeling of playing on a court. It’s about attracting a new generation of players to the sport by offering an immersive window into what it’s like to take part. With a wide range of stock available on hand after the experience, the retailer is well positioned to convert with excitement.

Bringing the outdoors in

Retailers are incorporating elements of the outdoors into store design to capitalise on consumers’ increased interest in spending time in nature, using natural elements to create a relaxed feel.

Opened in March 2021, Muji’s Shanghai Umax store gives its large footprint of 3,300sq-m a unified feel with an Urban Forest theme, creating a calm atmosphere where customers can browse amid the hectic city surroundings. Consistent use of repurposed stone and wood fittings tie together each department and shop-in-shop. Plants and moss around the base of displays lend a more natural touch to the visual merchandising.

Going a step further, in June 2021 Selfridges opened “garden centres” at its London, Manchester and Birmingham stores in the UK. Responding to burgeoning demand for garden products throughout the pandemic, the leading department store brings its own edge of luxury to the concept, stocking garden gnomes and greenhouses alongside an exclusive outdoor-themed range from Prada.

Japanese outdoor retailer Snow Peaks’ new Portland, Oregon, store takes an understated approach to connecting customers with the outdoors, using earthy tones and upcycled wooden fittings to lend a naturalistic feel to the space. Its Takibi (meaning “bonfire”) restaurant concept upstairs aims to capture the communal feel of eating together outside, bringing guests closer to the chef.

Look to natural ingredients and provenance reflected in interior language as consumers place importance on the connection to nature in a post-Covid-19 context.